HEINZ-JURGEN STUTING is the General Manager of Beiersdorf-Lechia S.A. Poznan. - WOLFGANG DOROW holds the Chair for Strategic Management and Organizational Behaviour, European University Viadrina, Germany. - FRANK CLAASEN is Project Manager of Consumer Systems at Beiersdorf AG. - SUSANNE BLAZEJEWSKI earned her Ph.D. at the European University, Viadrina. She currently works as a Research Assistant and Lecturer at the Chair for Strategic Management.